Canary in a Clothes Mine

Web Campaign

"Freed Emotions"

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Web Campaign ID

"The Walk-in"

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Jayme Alvey Miner, the owner of Canary in a Clothes Mine, wanted a unique marketing approach unlike any previous campaigns. This marketing strategy would encourage dialogue, engagement, and an exchange of meaning between people. I thought to myself, "...is Bill Baker in this room?" Bill is the principal of BB & CO Strategic Storytelling. A consulting firm nestled in Vancouver, British Columbia - they pride themselves on helping brands—and their leaders, teams and organizations behind them—work smarter by leveraging the timeless power of Strategic Storytelling.

I lasered my focus on uncovering a story that would resonate with Jayme's customer base. After several meetings and brainstorming sessions, one word kept slapping us in the face - the one word that resonated.

“Marketing is no longer about the stuff that you make, but about the stories you tell.”

Seth Godin

Storytelling is the mother of all ‘pull’ marketing strategies. It encourages dialogue, engagement and interaction among equals – an exchange of meaning between people.